Louisville’s renowned Barrell Craft Spirits, distinguished as one of the noteworthy American whiskey brands to keep an eye on this year, has propelled itself into the limelight. Celebrating its decade-long journey in 2023, marked by the inauguration of a state-of-the-art blending facility and the launch of a flagship Bourbon, the esteemed blenders and cask finishers, led by visionary founder Joe Beatrice, are poised to fulfill earlier prophecies.
This ambition materializes through a newly unveiled collaboration with Axiom Brands, heralding the arrival of Barrell’s illustrious spirits on both on- and off-trade platforms in the UK.
Expressing his enthusiasm for this strategic alliance, Beatrice remarked, “We’re excited to partner with Axiom Brands—an independent entity akin to Barrell Craft Spirits—imbued with a profound ardor and expertise within the UK drinks landscape. Having spearheaded the movement to elevate the art of blending in the US, the UK stands as a pivotal market in our global distribution expansion.”
With a presence spanning across 49 US states, Australia, Canada, and now the UK, Barrell Craft Spirits has carved a niche for itself in the international spirits arena. Axiom Brands, established in 2015, boasts a rich portfolio of 15 luxury spirits brands, including esteemed names like The Glenturret, JJ Corry, and Casa Dragones.
Ian Bayliss, co-founder of Axiom Brands, remarked, “Our team has a longstanding affinity with the American whiskey category. We are elated to welcome Barrell Craft Spirits, undoubtedly one of the most captivating new entrants from the US, into the Axiom fold. We eagerly anticipate embarking on the journey to establish Barrell Craft Spirits across the finest bars and retail shelves throughout the UK, offering both consumers and trade an unparalleled exploration of its offerings.”
The unveiling of Barrell’s new blending facility in September 2023 marked a significant milestone, catapulting its production capacity by an impressive 500%. Boasting eight blending tanks with a capacity of 64,000 gallons, this expansion provides the necessary infrastructure for Barrell to amplify its whiskey production, thus facilitating its foray into new markets. The entry into the UK market underscores the brand’s commitment to global expansion and signifies a noteworthy stride in its journey towards international prominence.
